Summary
Contents
Subject index
Providing a general introduction to focus group research, The Focus Group Guidebook includes the appropriate reasons for using focus groups and what you can expect to accomplish with them. It provides a brief history of focus groups, a discussion of when to use focus groups and why, and several brief case studies illustrating different uses of focus groups. Author David L. Morgan also extensively provides the timeline and costs associated with focus groups, including a discussion of the ethical issues involved in focus group research. Thoroughly covering all the information to help you start your focus group project, this guidebook is appropriate for anybody beginning a focus group, as well as manager or clients who will be using focus groups.
Why Should You Use Focus Groups?
Why Should You Use Focus Groups?
Listening and Learning
Focus groups are fundamentally a way of listening to people and learning from them. Focus groups create lines of communication. This is most obvious within the group itself, where there is continual communication between the moderator and the participants, as well as among the participants themselves. Just as important, however, is a larger process of communication that connects the worlds of the research team and the participants.
People who are new to focus groups too often limit their attention solely to the communication that goes on within the groups. Instead, it is important to understand that the actual groups are at the midpoint in ...
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